MINI Australia turns 60 in style with bespoke OOH campaign via Dentsu Aegis Network Utilising number plate recognition technology
MINI Australia has partnered with Dentsu Aegis Network to mark its 60th year in fitting style with a unique and innovative Out-of-Home campaign. Utilising number plate recognition technology, the dynamic digital OOH execution delivers bespoke messages tailored for each MINI driver as they pass a landmark Melbourne billboard location.
The collaboration between MINI, Posterscope, Vizeum and QMS builds on the passion and pride of the MINI community by recognising their support and inviting them to help celebrate the milestone.
The 60 Year Anniversary campaign has been inspired by the 75 per cent of new MINI owners who choose to name and personalise their car via the MINI new-owner welcome process.
Says Verity Goold, Client Leader – MINI, Vizeum Australia: “We wanted to celebrate the owners who are passionate about their MINI, in a unique and personalised way. It’s really exciting to work with MINI to deliver a customised campaign that encourages growth by celebrating and creating meaningful connections with their best customers.”
Says Alex McLean, Head of Marketing, MINI Australia: “We are delighted to execute a unique, personalised Out-of-Home campaign that recognises our valued MINI owners and celebrates the names they have chosen for their cars. At MINI we pride ourselves on being leaders of innovation and experience; this campaign really cements our position in this space.”
The 60 Year Anniversary campaign is running across the Eastern Seaboard and ACT until 7th December.
• Client: MINI Australia
• Media: Dentsu Aegis Network – Vizeum
• OOH: Dentsu Aegis Network – Posterscope
• Technology: QMS
4 Comments
So about every 30 minutes a mini drives past that may or may not have a name, you intrusively capture their data and number plate and display their details on a billboard that they may or may not see, meanwhile 99.9% of all other drivers have zero idea what that ad means. What an awesome waste of money.
Headline should simply read “Mini runs campaign. (again)”
They’ve done it a few times before.
The inclusion of number plate recognition does not break any innovation threshold.
https://www.marketingweek.com/digital-outdoor-ads-recognise-mini-drivers/
Sorry, where in my purchase of a MINI did I sign away the rights for MINI to scan my number plate and display my personal information – even just my first name – for everyone else to see? WTF?
Reading the comments here reminds me how many people in advertising must lead quite miserable lives.